Major Studio conducted a user test of an experimental QR code poster in the subway to see if it could attract people's attention in a public area. Observations found that no one scanned the code and most people just looked at the poster. Feedback indicated that while the poster was interesting, there was no clear useful information to motivate scanning, and passengers were too tired on the subway to take out their phones. The conclusion was that a QR code can draw attention as a creative element but the main purpose and value for users needs to be very clear.